Investigating the Impact of Big Data Analytics on Perceived Sales Performance: The Mediating Role of Customer Relationship Management Capabilities

Abstract

A persistent question for information technology researchers and practitioners is how big data analytics (BDA) can improve sales performance. Therefore, this study proposed a research model to investigate the impact of BDA on perceived sales performance in accordance with the resource-based view (RBV) and dynamic capability theory. The 416 valid responses collected from the employees of pharmaceutical organizations were analyzed using structural equation modelling to test the proposed research model. Results indicated that the BDA and customer relationship management (CRM) capabilities shared a strong positive impact on perceived sales performance. BDA, as organizational resources, creates organizational dynamic capabilities, such as CRM capabilities. BDA and CRM capabilities can influence perceived sales performance. Furthermore, CRM capabilities have a significant mediating impact on the relationships between BDA and perceived sales performance. This study also highlighted the practical and theoretical implications of the proposed model, the research limitations, and the future research directions.

Impact of big data analytics on sales performance in pharmaceutical organizations: The role of customer relationship management capabilities

“…In addition, CRM capabilities help strategy makers and salespeople increase sales performance [ 22 , 69 ]. The common guarantee of CRM capabilities is that they make sales procedures more effective and efficient and thereby increase sales performance [ 70 ].…”

“…Employees are key stakeholders in the organization, they not only use the output of the big data analytics but also need to operate BDA to produce valuable results for customers and end users. Several studies from the literature [21][22][23][24][25] identify the importance of employees' perception of BDA towards successful implementation of it and strong impact on different level organizational performances including sales performance. Therefore, to study different factors that build employees' perception of BDA and create the sense of person technology fit in this study context is the need of time.…”

The Effects of CRM Over Salespersons’ Selling Intention and Sales Performance: A Research in Turkish Non-Life Insurance Market

“…The positive impact of the use of sales technology (Ahearne et al, 2004;Harrison and Hair, 2017;Kuşcu, 2019) and big data analytics (Shahbaz et. Al, 2020) on sales performance have been investigated by researchers.…”

CRM to Support International Relationships in a Global Society

“…It is CRM (Customer Relationship Management). For enterprises, CRM creates a basis for communication with the customer, offers marketing presentations, stores the necessary data for further processing, and, of course, big data analytics [1,2]. Customers' preferences and understanding their needed with trend estimates are interesting.…”